It was indeed a cunning plan. To promote the action-heavy video game Splinter Cell Conviction, an actor dressed in bloody bandages ran around the streets of Auckland, New Zealand, pointing a fake gun at people. Then police with real guns showed up:

About 20 revellers drinking outside Degree bar dived for cover after the promotions worker threatened them with a black imitation pistol about 8pm on Friday.

Well, the stunt worked because I know of the game (well, vaguely.. I already forgot what title it was). But I still hate Xbox. It's enough they just don't bloody work, now they have to be assholes, too? Mission... accomplished? GG, marketing department. DIAF.